boAt promotes Vedansh Kumar to chief marketing officer

MUMBAI: boAt has a new CMO, and it is promoting from within. The consumer electronics brand has elevated Vedansh Kumar to chief marketing officer, expanding his remit across brand, strategy and growth after nearly two years as head of brand marketing.

Kumar joined boAt in August 2023 and has since been credited with shaping the company’s brand narrative and driving its key marketing initiatives. His background spans brand architecture, portfolio strategy, creative storytelling and go-to-market execution, built across stints at Zomato, Dentsu Impact, MullenLowe Lintas Group, Publicis Groupe and JWT.

Kumar was candid about what the role means to him. “There are brands you admire from a distance and then there are brands that make you want to be in the room. boAt was always the second kind for me. It felt alive in a way most brands spend years trying to manufacture,” he said. He also acknowledged the team and leadership that got him there, singling out co-founders Aman Gupta and Sameer Mehta for building a culture where creativity is taken seriously, and Gaurav Nayyar for giving him room to grow. He was characteristically self-deprecating about the elevation itself: “boAt marketing will always be Aman Gupta. I’m just here to help raise this baby.”

For boAt, which has built one of India’s most recognisable consumer electronics brands on the back of sharp marketing and strong youth positioning, keeping creative momentum at the top of the organisation is non-negotiable. Kumar has clearly earned the brief. Now he has to deliver it at scale.